In this article inspired by the StreamTV Show 2024, we explore the potential for user-generated content and its creators to make a successful leap into the expansive realm of VOD and FAST Channel landscape. We'll delve into what defines 'premium TV content' in the CTV world, the capability of popular and TV-friendly creator content to engage younger audiences, and the criteria necessary to gauge a YouTube creator’s potential success in FAST/AVOD platforms.
What’s Premium Content?
"Premium content" is defined differently depending on the stakeholder discussing it—whether it's a TV professional, advertiser, viewer, or another party. For example, media buyers often define "premium" content simply as any piece that reaches the brand's and advertiser's intended audience and goals, indicating that the origin of the content—whether YouTube-made or produced for linear TV—is irrelevant.
However, the TV industry's "standard" defines "premium content" as long-form, professionally produced content that is either shot for or has already aired on TV, subtly suggesting that content produced by YouTube creators may not meet this standard. They argue that the superior production values, deeper narratives, and overall finish of such content naturally make it more valuable and appealing, hence "premium."
In 2023, Comcast, America's largest media and entertainment company, created a report discussing the definition of premium content. The giant emphasizes "quality," referring to both the content itself and the quality of the viewing experience. For example, pixelated, poorly produced content does not deliver the "premium" entertainment experience, whereas "excellent video production, recognizable scenes/people, and engaging storytelling often capture audiences’ attention, giving video content a premium feel." Comcast has also created a chart where social media short-form content (Instagram, TikTok) and user-generated content (YouTube) are categorized as the least premium content, or non-premium content.
How do viewers themselves define "premium content"?
Comcast claims that 82% of video consumers identify content as "premium" when it features high-quality audio and video, followed by professional production: "It’s just great content, and it’s produced. This isn’t shot on a cell phone," one of the respondents said. Interestingly, only 17% defined premium content as being long-form, contrary to the "industry standard" definition of "premium" mentioned above.
Considering that some modern content creators possess professional and semi-professional equipment (or at least not a phone) and production teams for their shorter-form content, does this mean YouTube creators can fit into the "premium" world of AVOD, FAST, and SVOD?
YouTube Creators are the New Hollywood *
The evolving landscape of content consumption, particularly among younger audiences like Gen Z and Millennials, signals a significant shift in entertainment preferences. According to a 2024 Tubi survey, a substantial 71% of these younger viewers are more inclined to support shows and films produced by independent and small-time creators, driven by a desire to support creators directly. This preference is complemented by another finding from Tubi that a majority of 74% prefer original content over franchises or remakes, emphasizing a demand for fresh and innovative ideas in media.
These statistics underscore the potential for compelling and popular TV-friendly creator content to resonate deeply with the 18-34 age group. FAST (Free Ad-Supported Streaming TV) and AVOD (Ad-Supported Video on Demand) platforms can leverage this trend by hosting content that aligns with these preferences, thereby attracting a substantial viewership in a cost-effective manner. Independent creators, who often produce original and relatable content, can thrive on these platforms, offering an alternative to the high-budget productions typically seen in traditional media.
The potential for this content lies not only in its appeal to younger demographics, who prefer authenticity and relatability, but also in the cost-effectiveness of adapting already popular digital content into longer formats suitable for streaming services. Evaluating the potential of any given YouTube creator for success on FAST/AVOD platforms involves several key criteria. The first is the creator’s existing audience size and engagement levels. High engagement rates and a large, dedicated follower base indicate that the creator can pull viewers to new platforms. Another criterion is the adaptability of the content. Does the creator’s style and subject matter have the potential to be expanded into longer form content while still retaining its original charm and appeal? And the most crucial is the creator’s ability to produce content consistently at a higher production quality necessary for FAST/AVOD platforms, which might involve more sophisticated storytelling and technical complexity than typical YouTube videos.
Historical data from various sources reveal a disparity in representation in traditional film and television, which has not significantly improved over the past decade. The State of Media Report 2021 highlights underrepresentation across various demographics, including gender, race, LGBTQ+ communities, and people with disabilities. This lack of diversity in traditional media contrasts sharply with the representation seen on platforms like YouTube, where viewers find a broader spectrum of experiences and identities reflected. The BFI's comment reinforces this, noting that the lack of representation in traditional media is pushing young audiences towards YouTube and social media for content that mirrors their own experiences more accurately.
The CEO of YouTube is quite bullish about the platform’s creators, pointing out their knack for giving the audience exactly what they want. He said, “Creators are drawing audiences on the big screen because they’re the new Hollywood. They’ve got business strategies, writers’ rooms, and production teams. They’re giving a fresh spin on classic TV genres, from morning shows to sports commentary. And they’re coming up with totally new ones.” This statement highlights how YouTube creators are evolving from solo content producers into professional teams that are redefining entertainment.
“You”Tube. Is Representation Enough to Meet Streaming Standards?
What should the user-generated content be like to appear on the film and tv streaming platforms or being picked up for a FAST channel?
To determine the potential success of YouTube creators in FAST, AVOD and SVOD platforms, several criteria should be considered:
Audience Engagement and Size: Audience Engagement and Size: The creator's ability to engage and maintain a large and active audience is fundamental. High engagement rates and a dedicated subscriber base not only mitigate risk for streaming platforms by guaranteeing a certain level of viewership but also serve as a proof of concept that the creator’s content resonates well with audiences. This established audience can significantly enhance marketing efforts, making it easier to launch and promote new content on streaming platforms.
Content Adaptability: Can the creator’s content be expanded into formats suitable for longer viewing sessions without losing its core appeal? This adaptability is crucial for transitioning from short-form to long-form content that fits into scheduled programming on FAST/AVOD platforms (unless it’s a niche short-form streamer).
Production Capability: While many YouTube creators start as single-person operations, those aiming for success on larger platforms need the ability to scale their production quality. This often means forming or collaborating with professional production teams to elevate their content to meet higher standards required by these platforms. The transition from user-generated content on YouTube to programming on platforms like Netflix, Hulu, or Amazon Prime generally involves a substantial scale-up in terms of production values. This includes better quality filming equipment, professional editing, and often a more structured approach to scripting and production.
Several strategies have been tried to leverage YouTube creator content for broader streaming audiences. Shows like "Cobra Kai" transitioned from YouTube to Netflix and achieved great success by retaining core elements that made the original series popular on YouTube while expanding its narrative and production quality to meet Netflix's standards. Conversely, projects like 'Scare PewDiePie,' featuring YouTube’s biggest name at the time with more than 40 million subscribers, remained within YouTube's premium offerings. The show, produced by the creators of 'The Walking Dead,' targeted existing fans more than new audiences, which limited its reach beyond the platform's boundaries.
As of now, no YouTube UGC creator has moved to other professional streaming platforms without the support of a substantial professional production team, or at least none that we know of. All notable examples, including "Cobra Kai" and "Scare PewDiePie," were significantly produced by professional producers. This fact brings us back to the discussion of what "premium content” is really. While traditional definitions lean towards high production values and polished narratives, the success of UGC on major streaming platforms often hinges on its integration into a broader production framework.
However, UGC-like content could still find a place in the streaming world through FAST channels dedicated to niche content, single IP or sometimes even multiple IPs. These channels tend to allow for a more flexible content approach, potentially accommodating the original style of UGC while providing a platform for its evolution into a more structured format. This could be a promising avenue for UGC creators aiming to expand their reach without completely overhauling their content style to fit traditional premium content models.
“You”Tube. Is Representation Enough to Meet Streaming Standards?
What should the user-generated content be like to appear on the film and tv streaming platforms or being picked up for a FAST channel?
To determine the potential success of YouTube creators in FAST, AVOD and SVOD platforms, several criteria should be considered:
Audience Engagement and Size: The creator's ability to engage and maintain a large and active audience is fundamental. High engagement rates and a dedicated subscriber base not only mitigate risk for streaming platforms by guaranteeing a certain level of viewership but also serve as a proof of concept that the creator’s content resonates well with audiences. This established audience can significantly enhance marketing efforts, making it easier to launch and promote new content on streaming platforms.
Content Adaptability: Can the creator’s content be expanded into formats suitable for longer viewing sessions without losing its core appeal? This adaptability is crucial for transitioning from short-form to long-form content that fits into scheduled programming on FAST/AVOD platforms (unless it’s a niche short-form streamer).
Production Capability: While many YouTube creators start as single-person operations, those aiming for success on larger platforms need the ability to scale their production quality. This often means forming or collaborating with professional production teams to elevate their content to meet higher standards required by these platforms. The transition from user-generated content on YouTube to programming on platforms like Netflix, Hulu, or Amazon Prime generally involves a substantial scale-up in terms of production values. This includes better quality filming equipment, professional editing, and often a more structured approach to scripting and production.
Several strategies have been tried to leverage YouTube creator content for broader streaming audiences. Shows like "Cobra Kai" transitioned from YouTube to Netflix and achieved great success by retaining core elements that made the original series popular on YouTube while expanding its narrative and production quality to meet Netflix's standards. Conversely, projects like 'Scare PewDiePie,' featuring YouTube’s biggest name at the time with more than 40 million subscribers, remained within YouTube's premium offerings. The show, produced by the creators of 'The Walking Dead,' targeted existing fans more than new audiences, which limited its reach beyond the platform's boundaries.
As of now, no YouTube UGC creator has moved to other professional streaming platforms without the support of a substantial professional production team, or at least none that we know of. All notable examples, including "Cobra Kai" and "Scare PewDiePie," were significantly produced by professional producers. This fact brings us back to the discussion of what "premium content” is really. While traditional definitions lean towards high production values and polished narratives, the success of UGC on major streaming platforms often hinges on its integration into a broader production framework.
However, UGC-like content could still find a place in the streaming world through FAST channels dedicated to a niche content, single IP or sometimes even multiple IPs. These channels tend to allow for a more flexible content approach, potentially accommodating the original style of UGC while providing a platform for its evolution into a more structured format. This could be a promising avenue for UGC creators aiming to expand their reach without completely overhauling their content style to fit traditional premium content models.
UGC vs Company-Produced Content
In conclusion, despite YouTube's significant strides in the streaming wars, the definition of "premium content" still largely resides with traditional media giants rather than platforms like YouTube. This is evidenced by the limited presence of user-generated content (UGC) on mainstream streaming platforms outside of YouTube. However, considering YouTube's status as the largest video entertainment platform, it raises an interesting question: How long will the traditional "biggies" continue to dictate what qualifies as premium content?
The landscape is shifting, and with YouTube's vast audience and its creators' increasing ability to produce high-quality content, the traditional criteria for premium content are being challenged. As the industry evolves, we may see a gradual shift towards a more inclusive definition of premium, one that embraces the authenticity and creativity of UGC. This change could democratize content production and redefine entertainment norms, potentially diminishing the stronghold of big-name networks and opening up new opportunities for diverse voices and innovative formats to shine on a global stage.
About allrites
Located in Singapore and operating globally, allrites is a premier marketplace for buying and selling film, TV, and sports rights. We provide a vast catalog of Film and TV content, from major studios to independent producers, available in any language and genre. Our innovative licensing models, including allrites Content-as-a-Service, offer flexible and efficient solutions for content monetization and acquisition, accommodating the evolving needs of content buyers and sellers worldwide.
Contact us to learn more about us and our revolutionary CaaS model.
Comments